What does gratitude mean in a marketing context and why is it important? How to move beyond transactional incentives and embed behavioural science into your marketing strategy

By Clare Sutcliffe, Chief Strategy Officer, Koos

Andrew Huberman, renowned and high profile neuroscientist, recently said: ‘The science points to the fact that ‘receiving’ gratitude has significant positive effects on our mental and physical health’. This points to an incredibly interesting validation of the idea of the impact of ‘thanks’, and it goes, as you’d expect, beyond transactions. Instead, gratitude is a powerful emotion that has the potential to transform relationships, both personal and professional. In the context of marketing, expressing and receiving gratitude can have a profound impact on customer loyalty, brand advocacy, and overall business success.  

It’s 2024, and it’s time to move beyond these transactional incentives and instead understand what drives, and what duly rewards, advocacy. That’s gratitude, and requires a much more holistic approach to customer engagement. But, how can we incorporate behavioural science principles and focus on genuine expressions of gratitude, and why should we? It centers on the marketer’s ability to build stronger, more meaningful connections with their audiences. 

Traditionally, marketing has relied heavily on transactional incentives, such as discounts, coupons, and loyalty points, to attract and retain customers. While these tactics can be effective in the short term, they often fail to create lasting emotional connections between brands and their audiences. In fact, a study by Capgemini found that 44% of consumers feel that loyalty programs do not offer meaningful rewards, suggesting that a more personalised and authentic approach is needed.

Moreover, research by Accenture found that 91% of consumers are more likely to shop with brands that recognise, remember, and provide relevant offers and recommendations. This highlights the importance of moving beyond one-size-fits-all incentives and instead focusing on creating personalised experiences that demonstrate genuine appreciation for each individual customer.

The science behind gratitude reveals its profound impact on human behaviour and well-being. Research conducted by Dr. Robert Emmons, a leading expert on gratitude, has shown that expressing and receiving gratitude can lead to increased happiness, improved relationships, and even better physical health. In a study published in the Journal of Personality and Social Psychology, participants who wrote about things they were grateful for experienced more positive emotions, felt more connected to others, and reported fewer physical symptoms than those who focused on neutral or negative experiences.

In a marketing context, this translates to more positive brand associations, higher levels of customer satisfaction, and increased likelihood of repeat business and referrals. A study by the Harvard Business Review found that customers who had a positive emotional connection to a brand spent twice as much as those who were just satisfied with the product or service. By incorporating gratitude into their marketing strategies, brands can tap into this powerful emotional connection and build lasting relationships with their customers.

To incorporate gratitude into your marketing strategy, start by focusing on personalisation, authenticity, and timing. Instead of sending generic “thank you” emails or offering one-size-fits-all rewards, take the time to understand your customers’ individual preferences and tailor your expressions of gratitude accordingly. This could involve sending handwritten notes, offering exclusive experiences, or simply acknowledging their contributions and feedback in a meaningful way.

One brand that has successfully incorporated gratitude into its marketing strategy is Lego. The company regularly features user-generated content on its social media channels and website, highlighting the creations and stories of its passionate fan community. By publicly acknowledging and celebrating the contributions of its customers, Lego is able to foster a deep sense of appreciation and belonging among its fans. This, in turn, has helped the brand build a fiercely loyal and engaged community that not only purchases its products but also actively promotes and advocates for the brand.

Another example is Zappos, the online shoe and clothing retailer known for its exceptional customer service. Zappos empowers its customer service representatives to go above and beyond in expressing gratitude to customers, whether that means sending a handwritten thank-you note, upgrading a customer’s shipping for free, or even sending flowers to a customer who had a bad experience. By prioritising authentic expressions of gratitude, Zappos has been able to build a reputation as a brand that truly cares about its customers, leading to high levels of customer loyalty and advocacy. Its recent ‘Start Where You Are’ campaign also serves to reward its loyal and every day customers, rather than solely handing out incentives to high profile athletes and influencers. 

Gratitude also plays a crucial role in influencer strategy and community building. By expressing genuine appreciation for the work of influencers and the contributions of community members, brands can foster a sense of goodwill and encourage ongoing collaboration and support. A study by the influencer marketing platform Traackr found that influencers who felt valued and appreciated by brands were more likely to create high-quality content and maintain long-term partnerships.

One brand that has successfully leveraged gratitude in its influencer strategy is Glossier. The beauty brand regularly sends personalised gifts and handwritten notes to its influencer partners, expressing appreciation for their content and collaboration. By taking the time to build genuine relationships with influencers and showing authentic gratitude for their work, Glossier has been able to create a loyal network of brand advocates who consistently promote and recommend the brand to their followers.

As you’d expect, there is no ‘one size fits all’ approach here. Similarly, brands can’t do everything, and gratitude is an incredibly difficult ‘thing’ to scale. Instead, it should be a culture to instil into a brand’s community. No person is an island. You can do anything, but you can’t do everything. Gratitude suggests the ability to go further together, and provide a stronger affinity between brand and end consumer.. By embracing gratitude and embedding it into your marketing strategy, you can tap into the power of human connection and create a more collaborative, supportive, and successful business environment.

Understanding gratitude is a coveted marketing skill. By moving beyond transactional incentives and embracing the power of behavioural science, marketers can build stronger, more enduring relationships with their customers, influencers, and communities. As you develop your marketing plans, consider how you can infuse genuine expressions of gratitude into your campaigns, communications, and community-building efforts. By doing so, you’ll not only improve your marketing outcomes but also contribute to a more positive, appreciative business environment overall.

As I have often observed, if a customer is motivated through equity and they call to support, the summary of the call will be along the lines advice and help, such as  “I noticed a mistake, we should fix it,” versus “I’m angry about [x], your program didn’t allow me to complete a transaction, and I want to complain.” Prioritising gratitude and authentic connection over transactional incentives therefore allows brands to build the kind of loyal, engaged, and supportive communities that drive long-term success in today’s competitive marketplace.